We identified 3 issues:
- There was too much choice in the mattress industry.
- There was significant discounting and pricing artificially higher than should be.
- There appeared to be no support or back-up for spurious claims made by many of our competitors.
Many of our competitors regularly offer a £100 or £150 off their own product. You have to question how good their product really is when they can afford to offer substantial discounts like that - we firmly believe in a fair price for a fair mattress.